How Long Should I Advertise In Your Magazine For?

One of the most common questions we’re asked by new customers is about the optimal length for their magazine advertising campaign. While there’s no one-size-fits-all answer, a consistent, long-term advertising strategy can significantly increase your impact.

At RH Uncovered, we’ve found that consistent magazine advertising is key to making a lasting impression. Unlike digital ads that might get quickly scrolled past, print ads stay visible for longer.

In fact, 64% of our readers keep RH Uncovered for at least two weeks, with many holding onto their issue until the next arrives.

The value of consistency in magazine advertising

The Thomas Smith advertising principle from 1885 still rings true today:

“The first time a person looks at any given ad, they don’t even see it.
The second time, they don’t notice it.
The third time, they are aware that it is there.
The fourth time, they have a fleeting sense that they’ve seen it somewhere before.
The fifth time, they actually read the ad.
The sixth time they thumb their nose at it.
The seventh time, they start to get a little irritated with it.
The eighth time, they start to think, ‘Here’s that confounded ad again.’
The ninth time, they start to wonder if they’re missing out on something.
The tenth time, they ask their friends and neighbours if they’ve tried it.
The eleventh time, they wonder how the company is paying for all these ads.
The twelfth time, they start to think that it must be a good product.
The thirteenth time, they start to feel the product has value.
The fourteenth time, they start to remember wanting a product exactly like this for a long time.
The fifteenth time, they start to yearn for it because they can’t afford to buy it.
The sixteenth time, they accept the fact that they will buy it sometime in the future.
The seventeenth time, they make a note to buy the product.
The eighteenth time, they curse their poverty for not allowing them to buy this terrific product.
The nineteenth time, they count their money very carefully.
The twentieth time prospects see the ad, they buy what is offering.”

This illustrates a crucial point: consistency breeds familiarity. Seeing your brand repeatedly helps potential customers remember you when they’re ready to buy. By appearing in RH Uncovered, your business benefits from the credibility of a trusted community publication.

Is print advertising old-fashioned?

A common misconception is that print advertising is outdated. However, hyperlocal print media is thriving because it’s a trusted, tangible resource.

While the internet has flooded us with information, print retains a level of credibility that online media often lacks. In fact, people receive much less print material than they did 20 years ago, making well-placed ads stand out even more.

Good news: print advertising is more affordable than you might think. While there are costs for design and printing, working with local magazines like RH Uncovered can be surprisingly cost-effective, especially given the lasting visibility.

Many readers keep each issue of RH Uncovered on hand throughout the month, referring back to it multiple times. This repeated exposure reinforces your message with every view.

Why we recommend a six-month advertising campaign

For most businesses, a consistent presence is the best way to build recognition, but the ideal duration can also depend on the nature of your campaign. Seasonal promotions, local events, or product launches may only require short-term visibility, while businesses aiming to build long-term brand awareness often benefit from a longer campaign commitment.

Here’s why we typically recommend at least a six-month approach:

  1. Multiple Exposures: Repeated visibility builds familiarity with your target audience, keeping your brand top of mind.
  2. Message Refinement: A longer campaign gives you time to test and refine your message, allowing you to see what resonates best with readers.
  3. Trust and Brand Recognition: Consistent advertising helps establish your business as a credible, familiar presence, so readers think of you when the need arises.

A long-term strategy ensures that your brand appears across multiple issues, reaching readers when they’re most likely to need your services. With this approach, your campaign moves beyond simply promoting products – it fosters a relationship with readers and embeds your brand within the local community.

Consistency: The key to staying top of mind

Ultimately, determining the optimal length of your magazine advertising campaign depends on factors unique to your business. However, there is clear evidence that long-term, consistent advertising in a publication like RH Uncovered can yield substantial benefits.

It’s not about pushing a sale at every turn; rather, it’s about being top of mind when potential customers decide they need your products or services.

If you’re interested in exploring a long-term advertising strategy, our team is ready to help. We can discuss your business goals and tailor an advertising approach that maximises impact.

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